How advertisers are responding to Google’s third-party cookie crackdown

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Advertisers are grasping for ways to get closer to the rich data publishers sit on and Google’s push to crumble cookies it doesn’t own could embolden those efforts, according to senior marketers and ad tech executives.

Since Google has made it easier for people to block cookies that track them in Chrome, the world’s most popular browser with around a 60% share, advertisers are forced to consider alternative first-party data Google can share as long as it remains in control of it. It’s a tolerable setup for any advertiser that doesn’t buy vast sums of online media and doesn’t need targeting data, but for the larger ones that need both, Google’s move is pushing them toward alternative ways of targeting online users.

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